International tourism has nearly reached pre-pandemic levels, with the first seven months of 2024 seeing a 96% recovery compared to 2019. Around 790 million tourists traveled internationally from January to July 2024, an 11% rise from 2023, supported by strong demand in Europe and the reopening of Asian markets.
Data from the UN Tourism Barometer reveals the tourism industry started 2024 with a powerful upswing, though the pace moderated by mid-year. The report remains optimistic about a full recovery this year despite economic and geopolitical uncertainties.
Middle East Leads Global Tourism Growth
The Middle East emerged as the top-performing region, registering a 26% increase in international arrivals compared to 2019. Africa, too, saw growth with a 7% increase in tourists over pre-pandemic levels. Europe and the Americas nearly recovered entirely, reaching 99% and 97% of their 2019 visitor numbers, respectively. Meanwhile, Asia and the Pacific are catching up, reaching 86% of their pre-pandemic levels by July.
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A total of 67 out of 120 countries have recovered 2019 levels of arrivals, with Qatar, Albania, and El Salvador leading the pack in growth. Qatar saw an astounding 147% increase in tourists over 2019, while Albania and El Salvador experienced growth of 93% and 81%, respectively.
Strong Receipts Reflect Tourism Boom
Tourism receipts are showing similar positive trends. Forty-seven out of 63 countries with available data reported recovering pre-pandemic levels by mid-2024, with some achieving double-digit growth.
Albania and Serbia were among those seeing their receipts increase significantly compared to 2019, along with countries like Tajikistan, Pakistan, and Montenegro, which reported growth of over 70%. Saudi Arabia and El Salvador posted remarkable results, with receipts up by 207% and 168%, respectively, in the first quarter of 2024.
Tourist Spending On the Rise
Outbound travel spending has also surged, particularly in key markets such as the United States, Germany, and the United Kingdom, which saw increases of over 30% compared to 2019. Other countries, including Australia, Canada, and Italy, have also reported increased spending, with India showing an 86% spike in outbound travel expenditure during the first quarter of 2024.
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Revised figures for 2023 indicate that global export revenues from international tourism, including receipts and passenger transport, reached USD 1.8 trillion, nearly matching 2019 levels. In real terms, this reflects only a 1% decline compared to pre-pandemic levels. Tourism direct GDP also returned to pre-pandemic levels, estimated at USD 3.4 trillion, accounting for 3% of global GDP. In 2019, tourism contributed to 4% of the global economy.
As international tourism continues its steady path toward recovery, the focus remains on balancing growth with sustainability, ensuring the socio-economic benefits of tourism are aligned with inclusive and responsible policies.
Positive Finish to 2024 Expected Though Challenges Remain
The UN Tourism Confidence Index shows positive expectations for the last part of the year, at 120 points for September-December 2024, though below the prospects for May-August, which stood at 130 (on a scale of 0 to 200, where 100 reflects equal expected performance).
Some 47% of the tourism experts participating in the Confidence survey expect better performance for the sector in the last four months of 2024, while 41% project similar performance and 11% worse. This reflects a gradual normalization of tourism performance after a strong 2023.
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Experts pointed to inflation in travel and tourism, namely high transport and accommodation prices, as the main challenge the tourism sector is currently facing, as well as the global economic situation, staff shortages and extreme weather events.
2024 Set for Strong Finish Amid Challenges
The UN Tourism Confidence Index indicates positive expectations for the final months of 2024, scoring 120 points for September-December. This is lower than the May-August outlook, which stood at 130 (on a scale where 100 signals balanced performance).
Nearly half (47%) of the surveyed tourism experts expect stronger results for the last four months of the year, while 41% predict steady performance and 11% anticipate a decline. This points to a gradual return to normal tourism activity following a robust 2023.
Despite strong growth in tourism, challenges remain. Inflation in travel costs, including rising transport and accommodation prices, continues to weigh on the sector. Additional issues such as the global economic environment, staff shortages, and extreme weather events are also concerns moving forward.
